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Battle for Mobile Advertising

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Battle for Mobile Advertising
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Gregor Harter Pierre Péladeau Hilal Halaoui Mohssen Toumi

The Battle for Mobile Advertising A Winning Strategy for Telecommunications Operators

Contact Information Beirut Bahjat El-Darwiche Partner +961-1-336433 bahjat.el-darwiche@booz.com Hilal Halaoui Principal +961-1-336433 hilal.halaoui@booz.com Dubai Karim Sabbagh Partner +971-4-390-0260 karim.sabbagh@booz.com Düsseldorf Roman Friedrich Partner +49-211-3890-165 roman.friedrich@booz.com London/Munich Dr. Michael Peterson Partner +44-20-7393-3310 michael.peterson@booz.com Mumbai Jai Sinha Partner +91-22-2287-2001 jai.sinha@booz.com Munich Gregor Harter Partner +49-89-54525-554 gregor.harter@booz.com Martin Reitenspiess Partner +49-89-54525-522 martin.reitenspiess@booz.com New York Christopher Vollmer Partner +1-212-551-6794 christopher.vollmer@booz.com Paris Pierre Péladeau Partner +33-1-44-34-3074 pierre.peladeau@booz.com Mohssen Toumi Senior Associate +33-1-44-34-3131 mohssen.toumi@booz.com San Francisco Karla Martin Partner +1-415-263-3712 karla.martin@booz.com Shanghai Edward Tse Partner +852-3650-6100 edward.tse@booz.com Sydney Simon Gillies Partner +61-3-9221-1903 simon.gillies@booz.com Tokyo Paul Duerloo Partner +81-3-6757-8615 paul.duerloo@booz.com

Booz & Company

EXECUTIVE SUMMARY

Currently, mobile advertising makes up just a small portion of the online advertising market. Yet its potential is high—thanks to its ability to narrowly target consumers with interactive marketing offers at any time of the day or night. That potential appears especially high when it is considered in the context of the expected development of mobile applications. Large telecommunications operators are already preparing to take advantage of this opportunity, yet the competition will be fierce. Advertising networks, Internet players, specialists in mobile ad technology, and systems integrators, too, are looking to build a strong position in the mobile advertising value chain in hopes of capturing a significant
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